Vol. 4 , No. 10     March 9, 2004


In this Newsletter:

  1. Marketing Is the Root of All Income
  2. Without Conversion Rates, You Don’t Know if You’re Mickey Mouse or Mickey Mantle
  3. The Brand IS the Strategy
  4. Page Titles That Attract Readers
  5. SWOT Team: How Do You Know When It's Time to Grow?
  6. Lost in Translation: 8 Global Marketing Gaffes (Part 2)
  7. Metadata: Seven Tips for Writing Better Keywords


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Roy Young
Marketing Is the Root of All Income

Profit is the most sacred word in business—its lifeblood. Without it, businesses cannot survive.

Cash results from creating value, and marketing produces cash when we create value for customers.

So how does this relate to our daily jobs? The bottom line is this: Producing cash flow goes a long way toward making marketing more influential and respected within any organization.

Get the full story.


Claria travel company clients know their ads are only seen by people who are planning a trip. Target ads based on behavior for stunning results with Claria, formerly The Gator Corporation.
Find out what Claria can do for you.

Steve Jackson
Without Conversion Rates, You Don’t Know if You’re Mickey Mouse or Mickey Mantle

The conversion rate on a Web site is easy to measure. Unfortunately, businesses too busy concentrating on their bottom line most often overlook it.

What's a conversation rate? And how can you start improving your own Web site’s conversion rate (and therefore your bottom line)?

Get the full story.

Dan Herman
The Brand IS the Strategy

The brand’s role in the realm of marketing has changed dramatically during the past decade. In the past, we used to "brand” already-existing products or companies to make them more attractive to consumers.

More recently, developing a brand means devising and implementing a way by which to deliver a benefit to consumers.

Get the full story.


A Note to Readers

Making Rain

Greetings, discerning readers.

Some of my favorite writers are on tap this week, including Steve Jackson in the No. 2 spot. Steve is followed closely by Amy Gahran, who contributes a solid how-to on the best way to write a decent Web page title (and why it matters whether you do).

Also, this week we take a break from the four-article series on branding by our own Debbie MacInnis and C. W. Park to give Debbie time to recover from finishing the LA marathon this past weekend. (You go, girl!)

In its stead is the first in another series of premium pieces, this one penned by Roy Young, from his upcoming book: Making Marketing Matter: How to Win Respect for Marketing in Your Organization. Roy kicks it off with a piece on the ins and outs of cash flow. He explains why and how marketers can become revenue rainmakers, with the goal of making Marketing a more influential and respected part of any organization.

And finally, this week we are adding a new membership level to our Premium Subscription, called Preferred Membership. For the more budget conscious among you, this is a scaled-down version of our original Premium membership and includes the Premium story each week along with access to special archives.

Enjoy the show. As always, your feedback is both welcome and appreciated.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Fight the Fear: The 10 Golden Rules of Customer Feedback
  2. Did Anybody Show? Seven Tips to Increase Attendance for Short Seminars
  3. Turning Tears into Gold: How to Create a Personal Marketing Success out of Pure Despair
  4. How to Avoid Product and Ad Campaign Failures: Pre-empt Resistance
  5. A Case Against Doing Business With Kin
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Recent Know-How Exchange Questions/Answers

  1. Effective Use Of The Internet By Global Marketers
  2. Help... I'm Due To Present A Workshop To Business Owners On Why Branding Is Important To Small Businesses
  3. Reorganizing To Be More Client Friendly And Attract New Investors
  4. Repositioning Our Company
  5. Tips And Strategies For Entering A Global Market



Amy Gahran
Page Titles That Attract Readers

If you publish content online and you want people to find your content easily via search engines, bookmark lists and other common online way-finding tools, it’s important to understand what a page title is, how to specify it and what makes a successful page title.

Here’s what you need to know.

Get the full story.

Yvonne Bailey and Hank Stroll
SWOT Team: How Do You Know When It's Time to Grow?

This week, add your own two pesos to the discussion: How do you know when its time to grow your business?

Also this week, read your answers to: What's the best approach to returning pricing to market levels without losing or alienating our customers?

Get the full story.

Laurel Delaney
Lost in Translation: 8 Global Marketing Gaffes (Part 2)

Cracking an international market is a goal for most growing corporations, yet the misuse of simple words can sabotage even your best global marketing efforts.

Just as one size doesn’t fit all in global marketing, one word doesn’t fit for all cultures, either. In fact, if used erroneously, it can cripple the most promising of deals.

Get the full story.

Gerry McGovern
Metadata: Seven Tips for Writing Better Keywords

The shift in how search engines treat keywords is significant. They tend to ignore the keyword meta tag and rather look for keywords in the actual page content.

This means that you need to figure out your keywords before you write any content. Then, you include them throughout your content, particularly in headings and summaries.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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